Indonesia, India and the Philippines are set to be three of the world's top six countries for advertising growth in the next three years.
Forecasts from Zenith's Advertising Expenditure Forecasts presented at yesterday's UBS media conference in New York say the global advertising market will grow by $73 billion between 2015-2018, with the US contributing 28 per cent of this, followed by China at 25 per cent.
Indonesia, the UK, India and the Philippines are next in the list, with the emerging markets accounting for 38 per cent of new spending.
Publicis Groupe's Zenith expects internet advertising to overtake TV next year, and that advertising on social media at 20 per cent will be poised to overtake newspaper advertising in 2019 at 50.2 billion compared to newspapers' $50.7 billion.
Other forecasts came from Interpublic's Magna and WPP's GroupM. Magna says digital-based advertising will account for half the market by 2021, by which time TV will have plateaued. the agency saus this year's biggest contributors to growth by country were the US, China, Australia and the UK. Global giants Google and Facebook now control 54 per cent of the total digital advertising market, compared to 44 per cent a year ago.